Ameriprise Advisor Experience
While at Mad*Pow, I spearheaded a program to revamp Ameriprise's advisor experience, a leading U.S. financial advising firm with over 12,000 advisors. Our team streamlined advisors' workflows, created behavioral personas, and pinpointed areas for digital enhancement using the COM-B behavior change model.
We started the process by auditing the end-to-end Advisor Journey, from annual planning around how they would serve their clients through executing that plan meeting-by-meeting throughout the year. We conducted interviews and observational research with advisors to understand their goals and where they experienced the most toil and friction in their job.
One of the results of the our end-to-end journey mapping was identifying the need for three integrated digital tools to empower advisors: Service Model Generator, Advisor Gateway, and Insights Center with an Automated Campaign Manager. We iteratively storyboarded and prototyped these three tools to provide Ameriprise with a vision to anchor their roadmap.
Service Model Generator
A innovative tool that allows practices to design and apply a tiered service model across their client base that aligns to their practices’ capacity.
Insights Center & Automated Campaigns:
A dual-phase tool offering proactive client outreach opportunities based on client accounts and market news while integrating with email templates for seamless communication to clients.
Advisor Gateway
A home base for practices to track their practice’s goals and receive guidance and resources on how to achieve them.
Project Summary
Role: Design Director
Team: 1 Experience Strategist, 1 Experience Researcher, 3 Experience Designers
Activities & Deliverables: Co-design Workshops, In-depth Interviews, Information Architecture, Wireframing and Visual Design (UI Design), Iterative Testing